such things as advertising, publicity, visual
merchandising, and special events. Special
events may include fashion shows, trunk shows,
personal appearances, and in-store art shows.
All retailers make use of some sales promotion,
choosing the most appropriate methods for their
type of business and target market. Promotion
has become more important today because of
increased retail competition.
The right message to the right group of
consumers tells how the retailer will satisfy
customers’ wants and needs. The types of
advertising and promotional activities chosen are
the ones preferred by the retailer’s target market
customers. Advertisements in newspapers and
magazines, and on radio and television should
sound and look like the image that appeals
to those customers. Specifi c sales promotion
activities will be discussed in more detail later in
this book.
In summary, successful retailers attract
customers with good image and location that
is promoted effectively. They offer competitive
prices and leave a lasting impression with
professional salesmanship. This results in high
profi ts because customers return for repeat
purchases.
Recent Trends in Retail
Positioning
Shopping at the mall is how leisure time
was spent in the past. However, a day out for
shopping is not common for consumers lately.
Studies show that there are two different ways
for retailers to attract shoppers now. They are
(1) retail effi ciency to quickly and painlessly
satisfy shopping chores and (2) entertainment
as the destination point, with shopping included.
Stores are repositioning themselves toward one
concept or the other to respond to these fi ndings.
Effi ciency for Shoppers
Almost everyone is on the run these days,
trying to get as many things done as quickly
and easily as possible. Although shopping is
necessary, in the past it was done for more
pleasure and psychological satisfaction than
today. Leisure time today is less likely to be spent
shopping. Most people are in a hurry and are
more focused on accomplishing their shopping
tasks effi ciently.
Mall shopping has been criticized by
consumers because it is too time consuming for
shoppers to fi nd a parking place and get into the
mall to shop. This is why smaller strip centers,
stand-alone stores, and mail-order and Internet
shopping have become more popular. Customers
also want retail sites to be organized and offer
expected pricing. They want to spend less time
in checkout lines and have faster payment
processing for their purchases. Lately, mass
merchandisers, dollar stores, and Internet sites
have increased in popularity. Department stores
and mall shops are struggling to compete.
Retailers who realize that shopping is a
chore for many consumers, and try to make
it more effi cient, are showing success. This
also requires rethinking the notion of customer
service. Customers want retailers to offer them
organized shopping. They want quick information
on how to fi nd products in the store, they want
those products to be in stock, and then they
want to be left alone to make their own shopping
decisions. Customers especially like a clear,
organized atmosphere with no surprises, 13-31.
Retail technology is enhancing this. Traditional
retailers that have established Web sites in
addition to their traditional selling, are trying to
achieve “consumer intimacy” to satisfy all their
customers’ desires, rather than just following a
low-cost strategy.
Entertainment Plus
Shopping
The second drawing card for shoppers is
entertainment as the destination activity during
more leisurely times. Most people are bored with
shopping in stores that all seem to look alike
and carry similar merchandise. Many customers
seek activities that provide a combination
of socialization, recreation, discovery,
entertainment, and shopping. If shoppers are
going to make a purchase, they want it to be
an “experience.” Even TV shopping now has
entertainment, plus Hollywood celebrities and big
name designers.
Studies suggest that people desire a more
positive experience when shopping, with more
Chapter13.indd 270 Chapter13.indd 270 3/21/2008 3/21/2008